The production of an advertisement requires an effective work plan and an adequate methodology. If you have a product to market and your marketing budget allows it, shooting a commercial to distribute on the web or television may be cheaper than you think. Starting from an effective idea, it is possible to create a commercial with a very low budget.
Steps
Step 1. Find a director to direct your commercial
- A director will direct both the production and the cast of your commercial; will offer their technical and creative skills to transform your initial ideas and concept into professional work.
- The director will handle the cast auditions for your commercial and interviews to hire crew members.
- In addition, the director will be able to discuss the project with you and advise you on realistic goals to set during pre-production. It will also help you work on your initial ideas and add theatricality, drama or comedy to the concept. This will make your commercial memorable or catchy, further reinforcing the product you are advertising.
Step 2. Develop the script for the commercial
- The director will go to prepare a script even if the spot has no dialogue. This script will serve as a reference for everyone working on advertising and will ensure that everyone on set has the same goal in mind when it comes to the creative part.
- A screenplay will detail the shots, camera movements, dialogues, captions and any voiceover that will be present in the commercial. In addition, details about the product and which sets, props or costumes will be used will also be included. The specifics of how and where the props are acquired depend solely on the product that is advertised, but there are several costume and prop stores in Rome, Milan and many other Italian cities to fulfill the required supplies of directors, film producers., commercial productions.
Step 3. Search for a location
- Many commercials require only a few locations, unless the product to be advertised has specifications that require several. Preparations for locations must be done well in advance. The director may find it necessary to go there to test the shots, proximity and lighting before approving a location and adding it to the script.
- There is no need to request permits for internal filming shot on private property, but the exteriors could disturb the public and require a permit from the Municipality for which an application must be made.
- Indoor locations are often a safer option for filming a commercial, as it is possible to control the environment, lighting and audio. Shooting of the exteriors brings variables such as sunlight which is uncontrollable, passers-by and delays due to bad weather.
Step 4. Shoot the commercial
The director of the commercial will hire the crew and the actors for the days that will be necessary to complete the shoot. He will be responsible for selecting the staff, directing the actors and the crew on the set. Most television commercials are completed in less than a week
Step 5. Edit the shot material
- The director will hire an editor to edit the footage. The technician will select all the shots and assemble them for the commercial.
- The technician may decide to mount various versions of the spot, each in a different duration. It often happens that several commercials are made using a single series of shots.
